Gum giant Wrigley is giving its Extra and Wrigley’s brands a new look for the US market.
Go deeper with GlobalData
The company has launched Slim Pack, a 15-stick envelope package designed to be more durable and portable.
The launch, planned for its Juicy Fruit, Doublemint, Big Red, Winterfresh and Wrigley’s Spearmint brands, will be coupled with changes to the flavours of the gums.
“We are bringing news and excitement to the Wrigley’s traditional brands and Extra – a portfolio that represents 30% of our overall gum business in the US,” said Bill Perez, president and CEO of Wrigley’s. “We’ve reformulated these brands to improve taste and flavour duration, and we are introducing new, category-changing packaging that has been two years in the making.”
The new Slim Pack is similar to the ‘5’ gum pack introduced in 2007 and is the latest in a series of Wrigley launches that have included the Orbit tab envelope and Big-E-Pak 60-pellet bottle.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataThe company also announced plans to launch a new Extra line, called Extra Fruit Sensations, along with three new Orbit fruit varieties.
The new Extra, Extra Fruit Sensations and Wrigley’s brands will be on sale from May. The new Orbit and Orbit White flavours will be available nationally in July.
